As the French Riviera gears up for the prestigious Cannes Lions Festival of Creativity 2024, India’s advertising industry is poised to showcase its most impactful campaigns on the global stage. The Cannes Lions, often referred to as the Oscars of the advertising world, will see fierce competition, especially given the pressure on Indian agencies to redeem themselves after a modest performance last year. Despite an impressive haul of 47 metals, including two Titanium Lions in 2022, the Indian contingent managed to secure only 25 Lions in 2023.
This pattern of fluctuating success at Cannes Lions is not new for India. A similar decline was observed following the 2017 performance when India won 40 metals, only to see the tally halved over the subsequent three years. Prior to that, the 34-metal triumph of 2014 was unmatched for three years. Such trends might tempt one to be superstitious about the fate of the entries this year.
However, the broader Indian contingent is expected to bring a variety of creative and compelling campaigns to the festival. The industry is thus quite positive about the country’s performance at the festival this year.
The entries accessed by IMPACT propose a promising trend with several campaigns using culture and India-specific nuances as the highlight. Since such campaigns often have a strong chance to win on a global scale, the Indian adland seems to be ready to break the jinx. There are several promising entries in the mix.
Leo Burnett, last year’s top performer, has submitted several impressive works. Its Gatorade ‘Turf Finder’ campaign, which creatively integrates technology to help people locate suitable empty streets to turn into playgrounds, stands out. Further, ‘Say It With Oreo’ campaign offers a playful yet impactful way to communicate emotions using the iconic cookie, while IKEA’s ‘Ads That Save Time’ promises to engage viewers with its innovative approach to advertising efficiency.
Dentsu Creative, the star performer of 2022, is also in the running with a strong contender. Their Motorola ‘Deep Connect’ campaign, which facilitates communication for mine workers with their families, is both poignant and innovative, competing in 19 categories. This campaign exemplifies how advertising can blend creativity with social impact, a hallmark of winning entries at Cannes Lions.
Gurbaksh Singh, Chief Innovation Officer, Dentsu Creative
“India has been steadily climbing the ranks in international advertising and expects this year to make a significant impact with innovative and deep-rooted campaigns. Agencies have been excelling with their growing reputation for producing culturally resonant and emotionally convincing movements. With a strong emphasis on digital transformation and social influence, Indian agencies and brands are pushing limitations to showcase work that not only stands out creatively but also echoes on a global scale.”
Kartikeya Tiwari, National Creative Director, FCB Kinnect
“I’m expecting India to wow the world yet again. We’ve had a glorious resurgence at Cannes Lions in the last decade. I expect our work to shine and set a very high benchmark. Ultimately, most of our work moves hearts across the world. I’m hoping that continues.”
Nitin Mantri, Group CEO, Avian WE
“India has a rich history of storytelling, and I anticipate that this year’s entries will leverage that heritage while also showcasing contemporary creativity and digital prowess. The dynamic blend of tradition and modernity in Indian campaigns is something that always stands out, and I expect to see compelling work that not only resonates locally but also has a universal appeal.”
Naina Meattle, Vice President of Planning, BBDO
“The Indian contingent will undoubtedly serve as the ambassadors of Indian creativity. Over the years, India has carved out a distinct niche in the global advertising landscape, celebrated for its rich storytelling, cultural resonance, and groundbreaking campaigns. India is a country of such diversity. It is not just India, it’s many Indias. I am looking forward to seeing work that celebrates regional nuances, stories and local behaviours being brought to the forefront.”
Rahul Mathew Chief Creative Officer, DDB Mudra Group
“Over the last few years, India has been growing in confidence at Cannes. Our work now proudly reflects our culture and society. And it’s what has helped us move beyond our traditional hunting grounds like print and design. So, I am hoping we have a strong run again. Though I must admit, I haven't seen or heard of any big contenders yet. But hopefully they will debut at Cannes.”
